Cracking media coverage

Cracking coverage for high growth digital consultancy

Red Badger was born and developed by Cain, Stu and Dave in 2010. They had a shared ambition to create a business that turned the traditional consulting model on its head: no sales team; no RFP processes, just great people doing great work that focused on quality, value and collaboration.

Bright ran a successful media outreach campaign, as part of their work with Red Badger, to promote the launch of Fortnum & Mason’s brand new, fully responsive eCommerce site, designed and developed by Red Badger.

Elevating Red Badger’s reputation

The key objective was to ensure Red Badger was positioned as a leading technology partner to its client, global brand Fortnum & Mason, and credited as much as possible for its work designing and developing the innovative, new site, in just eight months.

To kick off, Bright conducted an initial information-gathering interview with Red Badger to gain an understanding of the project from their perspective. To understand the customers’ perspective, Bright also interviewed the Customer Experience Director at Fortnum & Mason, who oversaw the web re-development project.

Bright was then drafted a range of content, including a press release, award entries, case study and an event speaking pitch. The award entry for Retail Week’s ‘Technology and eCommerce’ awards was shortlisted in the Best Customer Experience category.

An agile approach to outreach

After managing the review and approval of the various content pieces and formats, Bright agreed a date with Red Badger to announce the website launch to the media. Knowing that one size does not fit all when it comes to engaging the media and key influencers. Bright created tailored versions of the press release to maximise appeal to journalists covering three key sectors: retail, marketing and technology. This approach gained widespread coverage and significant traffic to the Red Badger website. Bright also ran a social media outreach campaign to engage influencers and amplify outreach.

Bright managed to achieve a wide variety of excellent content that appealed to different audiences. E-Consultancy, for example was a brilliant blog-style critique of the Fortnum site, and has had a direct impact on new business leads who have approached Red Badger after reading it.

Cain Ullah, CEO


Bright’s agile approach to the communication strategy, content creation and outreach strategy resulted in:

  • Joint interviews for Fortnum & Mason and Red Badger with Essential Retail, Techworld and Computer Weekly
  • Achieved coverage for the campaign in 10 key titles: Retail Times, Internet Retailing, Retail Systems, Retail Week, Retail Gazette, Econsultancy, Essential Retail, Techworld, The Grocer, Computer Weekly
  • Obtained lead story for the campaign on Econsultancy Daily Pulse news email alert
  • Shortlisted for a Retail Week Technology and Ecommerce award

The outreach campaign and coverage generated had a direct impact on lead generation for Red Badger; the company was approached by multiple new business leads as a result.

Sian HeaphyCracking media coverage